Campaign: Targeting child sex tourism

Client: World Vision
WPP company: Bates 141, Asia

In Cambodia, approximately 77% of the population live on less than US$2 a day and around 30,000 children are engaged in the child sex tourism trade. World Vision is a charity working to reduce poverty and help protect at-risk children.

Bates 141 developed a campaign for World Vision to deter potential sex offenders and encourage other tourists to report suspicious behaviour to a dedicated hotline. The campaign targeted both Western tourists and visitors from Korea, Japan and China through ads displayed in in-flight magazines, hotels, tourist publications and at popular tourist destinations.